Uniting people and paper

Since 1993, our family of contemporary home decor brands have inspired people to enrich their interiors, transform their homes and express their personality. But now we’ve undergone an evolution of our own.

Developed by award-winning brand agency, Better, our new corporate identity unites our brands through a golden thread of original, on-trend design and instinctive consumer understanding. 

Henderson Design Group, office.

Following consistent recent growth, the overarching group brand sets the foundations for future acquisitions and expansion. Sitting above Lust Home and I Love Wallpaper, Henderson Design Group has been elevated to reflect its master brand status and resonate both internally and externally.

Armed with an updated story that covers all points of the Henderson triangle — brands, employers and consumers — the new brand is built around a common purpose to empower creativity and unleash potential. It helps express ourselves as a place where there’s room for every person and every brand to showcase imagination and grow beyond limits.

Visually, our new identity balances minimalism with artistic expression to deliver an identity that is in essence, highly designed. A technical feel is also intrinsically linked to our design and manufacturing process, but at the same time we’ve retained a certain adaptability that compliments our sub-brands. Clear and precise typography combines with a purposefully minimal colour palette that allows pops of colour to provide a window into the patterns, paints and people that make Henderson Design Group.

A new website was also an important part of the brand-roll out, acting as the main touchpoint for potential employees, corporate partners and suppliers. The site carries the Henderson message through an immersive and engaging online experience, and plays a key role in introducing our story and brands.

Henderson Design Group, new website.

Our new identity firmly positions the group as the corporate face of a vibrant range of sub-brands. Its neutrality and flexibility compliments both our existing and potential brand roster, while offering a character and personality that’s reserved but not restrained.

Above all though, the brand is a visual metaphor for expression. An engaging and immersive balance of high-end design and playful potential — the perfect solution for a fast growing brand rooted within the aspirational and transformative nature of home decor.